INFLUENCE OF GENDER STEREOTYPING ON CONSUMERS PATRONAGE

ABSTRACT

The study is focused on examining the Influence of gender stereotyping on consumers patronage of Hawaii bathing soap. It aimed at determining the extent at which the consumer is exposed to gender stereotyping by Hawaii bathing soap, the attitude of consumers toward gender stereotyping in Hawaii bathing soap and the influence of gender stereotyping on consumers patronage of Hawaii bathing soap. For its theoretical framework, the study adopted the  Cutting-Edge theory and The Muted Group theory to further buttress the point of the study. While the survey research method was used to gather the data used for the study. Findings of the study revealed that Gender appeals are used by Hawaii bathing soap in promoting her bathing soap to a high extent and that the Benin residents purchasing decision of Hawaii soap is influenced by stereotypical depiction of their gender. Findings of the study also revealed that the money Benin residents are willing to spend on Hawaii soap is determined by how they are represented. The researcher therefore concluded that that the use of gender stereotype by Hawaii soap creates negative feelings for customers because it encourages body shaming and insecurity. The researcher recommended that Beauty products and companies must be cautious of the commercials they air or publish, so as not to promote gender discrimination. The researcher also recommended that Hawaii bating soap must ensure that the male and female gender are well represented in their commercials, in order to ensure that stereotypical view of the bathing soap can be reduced.